Virgin Velocity has ended its partnership with Westfield Online less than two years after it launched meaning members can no longer earn or redeem points when they shop online with the mall.
The partnership, which started in November 2011, enabled Velocity programme members to collect and spend frequent flier points when they shopped online with Westfield malls giving access to 160 stores and 3,000 brands including Jeanswest, JB Hi-Fi and Ben Sherman.
A statement on the Velocity website states that the final day to earn or redeem points with Westfield is 23 October, but gives no reason for the shift.
A spokesperson for Westfield said the end of the deal is part of its bigger digital plans, but would not be drawn on any details.
When it launched, the partnership dubbed the deal “the widest retail offering of any frequent flyer program in Australia”.
Online retail is an increasingly important segment for loyalty schemes. Stephanie Tully, CMO of rival scheme Qantas Loyalty told AdNews earlier this month that adding retailer partners and online retailers in particular was a focus for growing the Qantas programme.
To read more about Qantas Loyalty's future plans, subscribe to AdNews to read the recent profile of Stephanie Tully in the current print issue.
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